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If Nielsen is truth, which many advertisers claim, then those same advertisers can use market listening levels (known as PUMM in PPM markets) against radio stations. In many markets, Nielsen is reporting that PUMMs are falling. Advertisers could conclude that this means fewer people are tuning to radio.
Previous blogs have documented that radio’s reach is as strong as it has always been. So what is the truth?
By now you’ve probably read the article in Inside Radio concerning the recently released Holiday survey.
The article provides some interesting insight. Specifically, how Christmas music drives P1 listening. People come to these stations – in droves – and make it their “favorite,” if only for a while.
The question is – how do we harness this enormous listener passion?
You may have noticed that it’s election season (really, when ISN’T it election season?).
For every media platform, that means a potential influx of additional revenue. Everyone is looking for an angle to unlock their unfair share of that stream. Here is another potential “key.”
In a previous blog post, I waxed on about how living in a small college town has changed my perceptions of radio usage. Our medium has long touted itself as being local, focusing on its community and the ability to deliver people to advertisers. At face value this is true. But is local radio practicing what the industry preaches?
The recently released December survey gave us the first glimpse of the power of Christmas music. Almost every station that made the switch saw a dramatic increase in their shares. But, when you look under the hood, you may find a completely different story.
